Wendy’s

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AN APPETITE FOR CREATIVITY

Strategy and Consumer Understanding

Disrupting the 40-plus year kids’ meal program at Wendy’s for a new Millennial generation of families is no small feat. So our insights group had to dig deep to understand what’s important to today’s young parents and fun for their kids. We discovered parents wanted something better and more meaningful for their kids than the old model provided.

“Creative Play”—the opportunity for kids to express their creativity through hands-on crafts and toys—became the new and differentiated Wendy’s kids’ meal platform. More meaningful for parents, more fun for kids. And a more creative world for everyone!

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